Face masks become fashion's new must-have accessory

Face masks, long used in Japan, China, and South Korea as a sign of respect and protection against pollution, have become a global necessity due to the COVID-19 pandemic. Their use dates back to the 1918 Spanish flu and the 1923 Great Kanto earthquake. In Japan, average annual consumption was 43 masks per person. Now, everyone must wear them regardless of age, race, or wealth. The textile and apparel industry is trying to capitalize on this trend. Facebook initially banned mask ads in March to prevent profiteering but lifted the ban in June after the WHO recommended face coverings in public. Designer masks have gained popularity: Billie Eilish wore a Gucci mask at the Grammys in January 2020; Virgil Abloh's Off-White Arrow face mask, launched in 2019, became the most searched men's clothing item online in Q1 2020, reaching $250 on eBay. Marine Serre's mask, presented at September 2019 fashion week, costs €290. In Japan, Uniqlo sold three-layer Airism masks in packs of three for ¥990, with overnight queues. Etsy saw its stock triple due to handmade mask sales after initially banning them. In Italy, Faliero Sarti, known for cashmere scarves, saw orders surge for its Monni Face Mask (€23-26) and later introduced a bandana version. Despite market enthusiasm, children and pets react negatively to masked faces, highlighting the grim reality behind the marketing hype.